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74 Free Test Bank for Marketing Principles 2nd Australian Edition by Pride Multiple Choice Questions

Customer satisfaction can come from:

• A) lack of service.
• B) the bulk and weight of the product being too great.
• C) lack of process.
• D) anything received when buying and using a product.
• E) bad experiences.

The definition of marketing implies that __________ should receive benefits from exchange relationships.

• A) only customers
• B) only businesses
• C) company management
• D) both customers and businesses
• E) only the most important customers

Marketing is the process of:

• A) promoting products through personal selling and advertising to facilitate satisfying exchange relationships.
• B) maximising returns to stakeholders by developing relationships with valued customers and creating an advantage for them.
• C) delivering a standard of living to a society.
• D) creating, distributing, promoting and pricing goods, services and ideas to facilitate the achievement of a firm’s objectives.
• E) focusing on customers’ needs.

The focal point of all marketing activities is:

• A) products.
• B) the marketing mix.
• C) profits.
• D) sales.
• E) customers.

A target market:

• A) involves a large number of customers.
• B) is a specific group of customers on whom a company focuses its marketing efforts.
• C) already has several competitors vying for customers’ business.
• D) is the same thing as a salesperson’s prospective client list.
• E) is a customer group classified as people with similar demographic characteristics.

The Australian airline Jetstar Airways __________ its domestic flights in Australia to people who want to fly to a destination without having to pay for meals and other things that are not essential to arriving at the destination safely and in good spirit.

• A) arranges
• B) prepares
• C) provides
• D) targets

The Ford Focus combines an economical vehicle with coordinated distribution, promotion and price appropriate for the __________ of primarily younger drivers who value technology, driving dynamics and styling.

• A) target market
• B) consumer advocates
• C) marketing strategy
• D) marketing mix
• E) marketing tactic

Marketing managers strive to develop a marketing mix that:

• A) minimises marketing costs.
• B) matches what competitors are offering.
• C) best matches the abilities of the firm.
• D) matches the needs of the target market.
• E) generates the highest level sales.

The product variable of the marketing mix can include all of the following except:

• A) the creation of brand names.
• B) consumer perception of the product price.
• C) the development of product packaging.
• D) warranty issues.
• E) repair services.

A physical product you can touch is a(n):

• A) service.
• B) good.
• C) idea.
• D) concept.
• E) philosophy.

Even funerals are changing as a result of customers’ needs and wants. Some funeral companies are developing new products such as:

• A) less environmentally friendly coffins.
• B) less economical funeral cars.
• C) fewer cremation services.
• D) cardboard coffins.

The application of human and/or mechanical efforts to people or objects to provide intangible benefits to customers is:

• A) a service.
• B) a physical entity.
• C) concepts, philosophies, images and issues.
• D) a brand name.

The marketing mix includes four marketing activities except which of the following?

• A) Product
• B) Price
• C) Political forces
• D) Promotion
• E) Place

The Australia Zoo in Queensland is in the business of:

• A) establishing zoos.
• B) making people happy and giving them memorable experiences.
• C) making animals perform.
• D) teaching about endangered animals.

Which of the following scenarios involves the distribution element of the marketing mix?

• A) Deciding whether a certain product should continue to be sold
• B) Determining whether an advertising message would be more effective on television or in magazines
• C) Choosing between a company jet or an airline for executive travel
• D) Deciding whether to have retail outlets in addition to a website
• E) Developing a new warranty policy for an existing product